Why do we like new things?

emergingtech.tbr.edu

Researchers at the University of York in England tested people’s reactions to new technology. It was an adventure game called ‘Don’t Starve.’

There were two rounds to the game. In the first round participants were told that the map used in the game would be chosen by a random generator. In the second round, participants were told that a new artificial intelligence (AI) system would select the map based on the skill level of the participants. After each round, participants were asked to complete a survey. In reality, both games were exactly the same.

The results were obvious. Participants significantly preferred the new AI system. Participants said there were different difficulty levels when they thought they were playing with the new AI system.

The researchers conducted the experiment again, with modifications. A new set of participants were asked to play the game. They all played one round of the game. Then they were separated into two groups. One group was told that the map used in the game would be chosen by a random generator. The other group was told that a new AI system would select the map based on the skill level of the participants.

Again, the results were obvious. Participants significantly preferred the new AI system.

Researchers think the expectation is that something new must be better than the previous version, whether it actually is or it isn’t – and even if there is no change. Therefore people like new things just because they are said to be ‘new’ – in other words NEW=BETTER in people’s minds.

This experiment only looked at new game technology and not other technologies, gadgets and ‘new things’ such as clothes, cars, shoes, furniture etc. Nor did this experiment document the results of people who did not prefer the new technology to determine why, and to take the study further.

http://fortune.com/tag/consumer-psychology/

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